Brand Refresh: Investment or Waste of Money?

Brand Refresh: A-grade Investment or Waste of Money? A brand refresh is like a makeover for your business. Sure, the outward signs of a refresh might include a new logo, tagline, key messages, and even office décor. But there’s much more to it than meets the eye. Businesses often decide to undergo a brand refresh … Continued

How to Perform a Competitive Analysis of Your Brand

Let’s find out how to perform a brand competitive analysis – and how you can use that information to your advantage. Why do you need a competitive analysis? Building a successful marketing plan requires knowing your customers and their pain points intimately. That is step one. And step two is knowing how your competitors are … Continued

If You Don’t Know Your Customers, You’ll Never Know Your Brand

Do you have a customer-centric brand? This may feel like marketing 101, but it’s amazing how many companies define simply having a brand as an excuse for having a brand that truly resonates with customers. Unfortunately, you just can’t expect to compete in today’s marketplace without a clearly defined purpose. So what is understanding your … Continued

When does storytelling not tell enough of the story?

Consumers have always loved a good story. Brands that use storytelling generate some of the most recognizable and effective marketing campaigns. But where do we draw the line between a great story that generates exposure and a more obvious straight to the purpose piece of creative? Let’s use arguably the biggest showcase of marketing creativity … Continued

Why B2B Companies Must Invest In Brand Too

When people think “brand” they often think “logo”. The golden arches of McDonald’s, the Nike Swoosh – those iconic symbols that instantly call a company to mind. But a logo, name, symbol or design is merely the tip of the brand iceberg. Let’s take a look at what brand is, why B2B buyers care about … Continued